Alex Curry

Alex leads the Retail & Consumer Goods Strategy team within Monitor Deloitte in the United Kingdom.  Since joining in 2000, most of his work has been with consumer product multi-national corporations (MNCs) with a focus on business, customer, and consumer strategy, including:

• Business and Marketing Model Design: helping MNCs to balance need for local relevance of offers with global scale, working through implications for portfolio, insights, innovation, and product;
• Growth: for over five years led the development and implementation of growth strategy across business units for a major UK-based global consumer packaged goods (CPG) public limited company (PLC), including a global review of its brand and offer portfolio;
• Business Unit Strategy: developing market and business unit (BU) strategies aligned with and inputting to global strategy;
• Organizational Design & Change Management: design and implementation of new organizations to support clients’ strategic agendas at every level from country-level business units to global headquarters functions;
• Innovation: development, design and implementation of innovation strategy, proposition design, and launch and capability building for major CPG PLCs;
• Consumer Insights & Segmentation: helping clients understand consumer behaviors along multiple dimensions and developing growth-focused segmentation; and
• Channel & Customer Strategy: helping clients prioritize channels, then activate based on deep understanding of channel profitability and consumer behaviors within channels, while developing trade terms and conditions (TT&C) to optimize customer behavior.

Most recently Alex has been supporting the migration of a major traditional CPG company from a business-to-business (B2B) to business-to-consumer (B2C) model through the establishment of digital marketing services hubs to support end-markets.